Introduction: The current research has investigated the relationship between market orientation and customer satisfaction in the fitness clubs of Kerman city.
Research method: The current research is a descriptive one that has been carried out by the correlation method, and in terms of its purpose, it is considered as an applied research; The tools of the present research are the market orientation questionnaires of Narur and Slater (1999) and customer satisfaction questionnaires of Rajabi et al. were confirmed. To calculate the reliability of the research tool, in a preliminary study, 30 customers of fitness clubs completed the mentioned questionnaires and using the Cronbach's alpha coefficient, its value was 0.76 for the customer satisfaction questionnaire, 0.84 for the market orientation questionnaire. Was obtained. The statistical population of this research is the clients of fitness clubs in Kerman city. Considering that the statistical population of this research is unlimited, the statistical sample of the research was obtained using the Cochran 300 formula. The number of samples of this research was 300 people who were selected by simple random sampling method. Questionnaires were distributed and collected among the clients of fitness clubs, and 240 questionnaires were usable. Data analysis was done using descriptive statistics and inferential statistics, such as the Kolmogorov Smironov test to detect the normal distribution of data, the Pearson correlation coefficient test to determine the relationship between the research variables, and also the regression analysis test in order to predict. variables were used and the software used in this research was spss version 23.
Results: The results of the research showed that there is a positive and significant relationship between the dimensions of market orientation (customer orientation, competition orientation and interdepartmental coordination) with customer satisfaction (P<0.05). Therefore, the managers of the clubs can set goals in order to create value for the customers by understanding the needs and desires of the customers and by providing services such as providing suitable physical and environmental equipment, correct behavior of the employees, using reliable trainers, providing programs practice and easy access to services constantly in pursuit of measuring customer satisfaction with Shand. Also, the managers of the clubs monitor the competitors and by recognizing the weaknesses and strengths of the competitors, they can respond quickly and appropriately to their actions. be competitors And also, by sharing information between different units, integrate all the club's departments towards the club's goals and fulfilling their duties.